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Put on your consumer hat for a minute. Does your personal favorite customer service horror story end with how easily the offending company could have made your experience a dream, instead of a nightmare? Now put on your business hat. If you\u2019ve heard such a tale of woe about your own company, do you know why? SAP\u2019s Anthony Leaper believes it\u2019s about the people you hire. \u201cAre they emotionally attached to your brand and to the customer impression you want to leave behind?\u201d Author Becky Carroll observes, \u201cCustomer service needs an extreme makeover. It's time to stop viewing customer service as a 'cost of doing business' and start viewing it as a key to ensuring business growth from existing customers.\u201d Customer strategist Esteban Kolsky adds, \u201cBecoming a beloved brand, the goal for most companies in the past 10-15 years, is no longer an objective; becoming a retained brand is.\u201d Pour a cup and join us for food for thought on Great Customer Service: Is Your Call Center Missing the Obvious?